\nincreasingly want to stay in touch with field teams and medical science liaisons (MSLs) between scheduled
\nmeetings. These HCPs need to connect with teams at short
\nnotice so they can gather information for their patients \u2014
\nwho, in turn, are influenced by publicly-available sources,
\nas well as interactions with nurses, caregivers, key opinion
\nleaders (KOLs), community leaders, and payers [Figure 1]<\/strong>.\n<\/p>\n
\nIt\u2019s challenging to provide an excellent customer experience \nWhen HCPs are treated as connected customers, they can \nDr. Jes\u00fas San-Miguel is a professor of hematology and \nPull channels enable HCPs to stay connected to your \nHCPs often interact with several teams within the same \nSales, medical, and marketing must collaborate closely for \nCloser collaboration has a multiplier effect: teams acting \nBeyond sharing relevant content, meetings add significant \nChannel fluidity means that the HCP decides how to \nMedical inquiries are often addressed most effectively What are the best ways to reinforce commercial excellence within your \nCommunication must be a two-way street to stay close to customers in \nVeeva is the global leader in cloud software for the life sciences industry.
\nwithout recognizing the impact of these new dynamics and
\ndiverse stakeholders. Your company may already offer a
\nwide range of relevant engagement channels to HCPs, but
\nin practice, few can engage with biopharma organizations
\nwhen and how they want. This leaves them reliant on their
\nfield contact to find the right experts, even though direct
\ncommunication through \u2018pull\u2019 channels would be quicker
\nand easier. Your teams can add value at key moments
\nby facilitating channel choice and organizing resources
\nefficiently around HCPs [Figure 2]<\/strong>.<\/p>\n![\"\"](\"https:\/\/www.veeva.com\/eu\/wp-content\/uploads\/2025\/10\/Commercial-Cloud-eBook-EU-EN-img-1.png\")
<\/p>\nConnected customers need connected teams<\/h2>\n
\nengage your commercial and medical teams when their
\npatients need them to, rather than waiting for field teams to
\ncoordinate a meeting on their behalf.\n<\/p>\n
\ndirector of clinical and translational medicine at the
\nUniversity of Navarra in Spain. As a principal investigator,
\nhis colleagues often approach him with clinical questions
\non newly-approved drugs (including side effects and dose
\nmodification) that the biopharma company responsible
\nfor drug development is better positioned to answer. He
\nexplains, \u201cThis suggests that the toxicology department of
\nthe pharma company could be closer to physicians, so they
\nknow who to contact for these topics.\u201d\n<\/p>\n
\ncommercial and medical organizations between meetings.
\nThat way, they can schedule calls or send a quick message
\nas questions arise. The result is higher-value engagement:
\nas leading oncology companies relying on video and using
\ncontent have found, scheduled meetings last significantly longer (47 minutes vs. 28 minutes). 1<\/sup>\n<\/p>\nCoalesce the right resources around HCPs<\/h2>\n
\norganization. They require resources and expertise to be
\nefficiently organized around their needs, irrespective of
\nfunction: commercial, key account management (KAM),
\nmarketing, or medical.\n<\/p>\n
\nthis to happen. When sales and marketing work together
\nin lockstep, HCPs benefit from better access to your
\norganization\u2019s expertise: we know that field teams that share
\ndigital content during meetings with HCPs drive 2.5 times
\nmore new patient starts than calls that don\u2019t share content.\n<\/p>\n![\"\"](\"https:\/\/www.veeva.com\/eu\/wp-content\/uploads\/2025\/10\/Commercial-Cloud-eBook-EU-EN-img-2.png\")
<\/p>\n
\ntogether strengthen the customer relationship more
\nthan each function alone. Yet some cross-functional
\nmisalignment persists today. Only 39% of meetings globally
\nshared content last year [Figure 3]<\/strong>. And 77% of content
\nassets were rarely or never used, perhaps due to a lack of
\ntraining or confusion over which content is most effective.2<\/sup>
\nEliminating unused content would free up resources for
\ntraining and creating higher-impact content that resonates
\nwith HCPs.\n<\/p>\n
\nvalue when the right people are around the table. Although
\nphysicians sometimes meet with several members of the
\nsame company, Dr. San-Miguel notes: \u201cA more inclusive
\nformat than a one-to-one meeting would be for the MSL and
\nsales rep to meet with all doctors working on the same subspecialty in the same department. This would maximize the
\nmeeting\u2019s usefulness when discussing a drug.\u201d\n<\/p>\n![\"\"](\"https:\/\/www.veeva.com\/eu\/wp-content\/uploads\/2025\/10\/Commercial-Cloud-eBook-EU-EN-img-3.png\")
<\/p>\nHCPs in control of channel choice<\/h2>\n
\nengage with your organization based on their specific
\nrequest and what\u2019s most convenient that day [Figure 4]<\/strong>.
\nTrue choice of channel is only feasible when your teams
\nand HCPs use the same platform. An HCP might want to
\nschedule a quick in-person (or group) meeting to review
\ncontent with a field contact. More urgent questions
\ncould be resolved through two-way chat or SMS \u2014
\nand given the increased regulatory scrutiny of instant
\nmessaging, both sides will need a compliant alternative
\nto consumer-grade apps.\n<\/p>\n
\nthrough a remote call, so when an HCP requires
\ninformation from an MSL, they should be able to contact
\nthem and schedule a meeting directly. The easiest way
\nto undertake something complicated, like requesting a
\nsample, could be through an engagement platform.\n<\/p>\nAlways connected means
\nnever missing an opportunity<\/h2>\n
\norganization? Leading companies are advancing in the following areas:<\/p>\n\n
\na complex environment. Effective companies ensure that HCPs can take
\ncharge of the dialogue, creating value at the moments that matter to
\ntheir patients.<\/p>\nAbout Veeva Systems<\/h2>\n
\nCommitted to innovation, product excellence, and customer success,
\nVeeva serves more than 1,000 customers, ranging from the world\u2019s
\nlargest biopharmaceutical companies to emerging biotechs. As a Public
\nBenefit Corporation<\/a>, Veeva is committed to balancing the interests of
\nall stakeholders, including customers, employees, shareholders, and the
\nindustries it serves. For more information, visit veeva.com\/eu<\/a>.<\/p>\n